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Session 1 | «From Strategy to Image.» | Hello Apple

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Patrick Andersen Brand Consultancy
Patrick Andersen Brand Consultancy

This document discusses the history and brand management of Apple from its founding by Steve Jobs and Steve Wozniak in 1976 to the present day. It describes key events like the development of the Apple I and II computers, the launch of the Macintosh in 1984, the introduction of the iPod and iTunes in 2001, and the iPhone in 2007. It also profiles important figures like Jobs and discusses Apple's emphasis on design, innovation, and keeping its products closely aligned with its brand strategy and values over several decades of success.

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From Strategy to Image The secrets of successful brand management id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
Hello id-ee Blog. Apple «The Jesus-Brand». 18.07.2012 id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» 2 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
From theory to practice 3 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Brand communication «Are you brandwashed?» Stimulus Reaction 5 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
VW Spot Super Bowl 2011 Star Wars 6 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Modern Logos A promise A successful Logo is... not the brand itself, but the mode of expression of the brand. a genius and powerful medium. a projector that plays a film – and at the same time it‘s the screen, on which we see the pictures. a container for the world of imagination. // The brand has to keep, what the logo promises. What the logo promises, the brand has to keep. 7 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple The «Jesus-Brand» Isaascson, W. (2011). Steve Jobs. Simon & Schuster: New York. 8 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Out-of-the-box» Mankind-Machine relationship «The telephone has too many bugs. It will never become a relevant communication tool. // Western Union Manager, 1876 «In my opionin there is a world market for maybe a total of fife computers.» // IBM-Präsident Thomas Watson, 1943 «Computers of the future may not have more weight then 1.5 tonns.» //Popular Mechanics, 1949 «640‘000 Bytes disk storage should be enough for everyone.» //Bill Gates, 1981 10 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Hewlett Packard The first technology company in Silicon Valley 11 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
HP 9100A 1968 The world‘s first «Personal Computer» 12 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Silicon Valley in the 70ies Fusion of Flower Power and technology Mikro- FORSCHUNG prozessoren AMES XEROX TECHNOLGIE Parc TECHFIRMEN HP Semi- Explorer Homebrew conductor Atari Club Computer HP Intel Club NASA Steve Wozniak KULTUR LSD Steve HP 9001 Counter- Jobs A Musik culture Nolan COMPUTER Spiritualität Bushnell Intel 404 PERSONEN Bill Gates 13 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Jobs An adoptive from the middle class 14 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Altair 8800 Computer 1975 Where‘s the monitor, the keyboard and the mouse? 15 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Eichler Homes Aesthetic architekture at an affordable price 16 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Wozniak A «Computer Nerd» 17 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The Blue Box Foundation-stone of a revolutionary partnership 18 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Atari computer game Pong 1972 First computer game - no instructions needed 19 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Jobs and Steven Wozniak A strange couple 20 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Computers Co. Signature and the first Logo 21 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple 1976 Establishment contract 22 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The Apple I Sales price $ 666 23 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Jobs 21 years old and already a fly businessman 24 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«People do judge books by its cover.» // Mike Markkula 1976 25 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Marketing Philosophy 1976 Basic values - existent up to this day // Empathy «An intimate connection with the feelings of the customer: We will truly understand their needs better than any other company.» // Focus «In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.» // Impute «We may have the best product, the highst quality, the most useful software; if we present them in slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the disired qualities.» 26 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Jobs & Wozniak Out of the garage to a worldwide revolution 30 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The Apple II The first successful product 31 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Bill Gates «Super Computer Nerd» 32 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Jobs 1981 Game changer, visionary, millionaire 33 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Bad artists copy. Good artists steal.» // Pablo Picasso 34 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
XEROX Parc 1979 «Robbery» Graphical User Interface 35 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple II Command Line Interface 36 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The Macintosh Graphical User Interface 37 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Building the Mac Susan Kare Icon Design 38 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Building the Mac Signature on the inside 39 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Hartmut Esslinger «Designed by Apple in California» 40 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The Macintosh 1984 Technology innovation as a brand-DNA 41 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
1984 commercial Turning point of the advertising industry 42 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Mac Launch Event 24. January 1984 The first computer, that introduces himself 43 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple vs. Microsoft Rivalry and partnership 44 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple and Jobs Separate ways from 1985 until 1997 45 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Jobs und Pixar At the crossroad of creativity and technology 46 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Macworld Boston 1997 The Microsoft agreement 47 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people.» // Marty Neumaier Neumaier, M. (2006, S. 3). The brand gap. How to bridge the distance between business strategy and design. A whitebord overview. Berkely: Peachpitt Press. 49 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iCEO Jobs 1997 Focus on 4 product areas Pro Power Book G3 Power Macintosh G3 Portable Desktop iBook iMac Consumer 54 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Skate where the puck‘s going, not where the puck has been.» // Wayne Gretzky 55 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iMac Bondi Blue The product keeps the brand‘s promise 57 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Simplicity is the ultimate sophistication.» // Apple‘s philosophy for a strong design culture 58 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Logo Evolution Colored-Logo gets replaced 59 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«The store will become the most powerful physical expression of the brand.» // Ron Johnson 62 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Sony Walkman Worldwide successful product 66 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple‘s «Digital Hub» strategy The personal computer‘s future from 2001 on Hardware + Operating system Full responsibility + Application for the User + Internet Experience + Marketing -------------- Solution 67 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«I understood this with the camcorder. Using iMovie makes your camcorder 10 times more valuable.» // Steve Jobs 2001 68 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iTunes Version 1.0 Rip. Mix. Burn. 69 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPod 2001 (Scroll Wheel) «A Thousand Songs in your pocket.» 70 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«White isn‘t just a neutral color. It‘s sure pure and quiet. Bold and conspicuous and yet so inconspicuous as well.» // Ive Irving 71 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
72 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple‘s «Digital Hub» strategy 75 million dollar advertising account for the iPod iPod Marketing + + Profit sold iPods + + Sold Mac Computer 73 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPod advertisement Worldwide impact 75 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
The iTunes Store 2003 Conquest of the music market 77 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
78 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Patented Apple packaging iPod Nano box 2008 79 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPod Vertigo Co-Branding Deal with U2 80 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and MAC Video World Exclusive Content Deals (U2 iPod) PodCasts Apple Advertising iTUNES COOL BRAND Audio Content CULTURALLY CURRENT HIGH IMPACT CONTENT PORTAL MARKETING Visual 99 c per Single Language Genius Bar Model PROPRIETARY APPLE iLife PLATFORM & iWork STORES INTUITIVE INTERFACE Brand Value. S. 42. Allworth Press: New York. Product LOW-COST Playground OUTSOURCING OsX WELL DESIGNED EXCLUSIVE 3RD PARTY Nike + Mac PRODUCTS & PERIPHERALS & Compters TECHNOLOGY ACCESSORIES Portable Car iTouch Speakders Docks iPod iPod Nano Holders 82 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple and Intel Together at last 83 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Moto Q Smartphone «not so smart» 84 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPhone The next revolution smart iPhone E 62 hard to use easy to use Moto Q Treo Cell Phones not so smart 85 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Multi-Touch technology New relationship between mankind and machine 86 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPhone iPod, Telefon and Internet-Communicator 88 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iPad Launch January 2010 «The Jesus Tablet» or an «iPhone on steroids» 89 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
App-Store 2011 273 973 downloads – per day 90 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
«Antennagate» Design vs. Engineering 91 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
iCloud Seamless interaction 93 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Turnover figures 4th quarter of 2011 Turnover $ 46 Billions Net profit $ 13 Billions iPhone 37,04 Billions + 128 % iPad 15,43 Billions + 111 % Macs 5,2 Billions + 26 % Brand Value. S. 42. Allworth Press: New York. iPod 15,4 Billions - 21 % // 4,3 iPhones per second 94 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Inc. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Market price USD 400 300 Brand Value. S. 42. Allworth Press: New York. 200 100 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 95 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Apple Steve Job‘s legacy Apple II The MacIntosh Toy Story and other Pixar Blockbusters Apple stores iPod iTunes store iPhone AppStore iCloud … and Apple itself 96 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Steve Job‘s Vision The «Apple spaceship» 97 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Innovation helps brands to achieve whell grip.
Apple Success factors Brand Leadership Communication Business Model Design Technology 101 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
id-ee Blog series 4 Modules 102 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Ideal-typical project From a brand agency‘s point of view Analysis 1 2 2 Strategy Evaluation 5 3 Creation 4 Production 103 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
id-ee Blog series 4 Module Hello Bye Theory 1 Test Basics Neuro Identity Evaluation Psychology Monitoring 4 2 Strategy Design Planning Engineering Positioning Idea 3 Digital Creation 104 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Identitätsorientiertes Markenmanagement A brand signifies identity «Inside-Out-Perspective» Positioning Brand identity Brand image Self-image of Brand Unfamiliar image of the brand the brand Feedback «Outside-In-Perspective» Internal target group External target group 105 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
Questions? www.id-ee.ch gives you answers. id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» 106 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.

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Session 1 | «From Strategy to Image.» | Hello Apple

  • 1. From Strategy to Image The secrets of successful brand management id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
  • 2. Hello id-ee Blog. Apple «The Jesus-Brand». 18.07.2012 id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» 2 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.
  • 3. From theory to practice 3 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 4.
  • 5. Brand communication «Are you brandwashed?» Stimulus Reaction 5 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 6. VW Spot Super Bowl 2011 Star Wars 6 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 7. Modern Logos A promise A successful Logo is... not the brand itself, but the mode of expression of the brand. a genius and powerful medium. a projector that plays a film – and at the same time it‘s the screen, on which we see the pictures. a container for the world of imagination. // The brand has to keep, what the logo promises. What the logo promises, the brand has to keep. 7 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 8. Apple The «Jesus-Brand» Isaascson, W. (2011). Steve Jobs. Simon & Schuster: New York. 8 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 9.
  • 10. «Out-of-the-box» Mankind-Machine relationship «The telephone has too many bugs. It will never become a relevant communication tool. // Western Union Manager, 1876 «In my opionin there is a world market for maybe a total of fife computers.» // IBM-Präsident Thomas Watson, 1943 «Computers of the future may not have more weight then 1.5 tonns.» //Popular Mechanics, 1949 «640‘000 Bytes disk storage should be enough for everyone.» //Bill Gates, 1981 10 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 11. Hewlett Packard The first technology company in Silicon Valley 11 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 12. HP 9100A 1968 The world‘s first «Personal Computer» 12 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 13. Silicon Valley in the 70ies Fusion of Flower Power and technology Mikro- FORSCHUNG prozessoren AMES XEROX TECHNOLGIE Parc TECHFIRMEN HP Semi- Explorer Homebrew conductor Atari Club Computer HP Intel Club NASA Steve Wozniak KULTUR LSD Steve HP 9001 Counter- Jobs A Musik culture Nolan COMPUTER Spiritualität Bushnell Intel 404 PERSONEN Bill Gates 13 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 14. Steve Jobs An adoptive from the middle class 14 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 15. Altair 8800 Computer 1975 Where‘s the monitor, the keyboard and the mouse? 15 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 16. Eichler Homes Aesthetic architekture at an affordable price 16 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 17. Steve Wozniak A «Computer Nerd» 17 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 18. The Blue Box Foundation-stone of a revolutionary partnership 18 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 19. Atari computer game Pong 1972 First computer game - no instructions needed 19 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 20. Steve Jobs and Steven Wozniak A strange couple 20 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 21. Apple Computers Co. Signature and the first Logo 21 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 22. Apple 1976 Establishment contract 22 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 23. The Apple I Sales price $ 666 23 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 24. Steve Jobs 21 years old and already a fly businessman 24 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 25. «People do judge books by its cover.» // Mike Markkula 1976 25 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 26. Apple Marketing Philosophy 1976 Basic values - existent up to this day // Empathy «An intimate connection with the feelings of the customer: We will truly understand their needs better than any other company.» // Focus «In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.» // Impute «We may have the best product, the highst quality, the most useful software; if we present them in slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the disired qualities.» 26 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 27.
  • 28.
  • 29.
  • 30. Jobs & Wozniak Out of the garage to a worldwide revolution 30 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 31. The Apple II The first successful product 31 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 32. Bill Gates «Super Computer Nerd» 32 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 33. Steve Jobs 1981 Game changer, visionary, millionaire 33 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 34. «Bad artists copy. Good artists steal.» // Pablo Picasso 34 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 35. XEROX Parc 1979 «Robbery» Graphical User Interface 35 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 36. Apple II Command Line Interface 36 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 37. The Macintosh Graphical User Interface 37 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 38. Building the Mac Susan Kare Icon Design 38 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 39. Building the Mac Signature on the inside 39 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 40. Hartmut Esslinger «Designed by Apple in California» 40 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 41. The Macintosh 1984 Technology innovation as a brand-DNA 41 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 42. 1984 commercial Turning point of the advertising industry 42 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 43. Mac Launch Event 24. January 1984 The first computer, that introduces himself 43 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 44. Apple vs. Microsoft Rivalry and partnership 44 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 45. Apple and Jobs Separate ways from 1985 until 1997 45 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 46. Steve Jobs und Pixar At the crossroad of creativity and technology 46 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 47. Macworld Boston 1997 The Microsoft agreement 47 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 48.
  • 49. «Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people.» // Marty Neumaier Neumaier, M. (2006, S. 3). The brand gap. How to bridge the distance between business strategy and design. A whitebord overview. Berkely: Peachpitt Press. 49 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 50.
  • 51.
  • 52.
  • 53.
  • 54. iCEO Jobs 1997 Focus on 4 product areas Pro Power Book G3 Power Macintosh G3 Portable Desktop iBook iMac Consumer 54 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 55. «Skate where the puck‘s going, not where the puck has been.» // Wayne Gretzky 55 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 56.
  • 57. iMac Bondi Blue The product keeps the brand‘s promise 57 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 58. «Simplicity is the ultimate sophistication.» // Apple‘s philosophy for a strong design culture 58 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 59. Apple Logo Evolution Colored-Logo gets replaced 59 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 60.
  • 61.
  • 62. «The store will become the most powerful physical expression of the brand.» // Ron Johnson 62 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 63.
  • 64.
  • 65.
  • 66. Sony Walkman Worldwide successful product 66 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 67. Apple‘s «Digital Hub» strategy The personal computer‘s future from 2001 on Hardware + Operating system Full responsibility + Application for the User + Internet Experience + Marketing -------------- Solution 67 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 68. «I understood this with the camcorder. Using iMovie makes your camcorder 10 times more valuable.» // Steve Jobs 2001 68 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 69. iTunes Version 1.0 Rip. Mix. Burn. 69 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 70. iPod 2001 (Scroll Wheel) «A Thousand Songs in your pocket.» 70 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 71. «White isn‘t just a neutral color. It‘s sure pure and quiet. Bold and conspicuous and yet so inconspicuous as well.» // Ive Irving 71 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 72. 72 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 73. Apple‘s «Digital Hub» strategy 75 million dollar advertising account for the iPod iPod Marketing + + Profit sold iPods + + Sold Mac Computer 73 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 74.
  • 75. iPod advertisement Worldwide impact 75 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 76.
  • 77. The iTunes Store 2003 Conquest of the music market 77 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 78. 78 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 79. Patented Apple packaging iPod Nano box 2008 79 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 80. iPod Vertigo Co-Branding Deal with U2 80 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 81.
  • 82. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and MAC Video World Exclusive Content Deals (U2 iPod) PodCasts Apple Advertising iTUNES COOL BRAND Audio Content CULTURALLY CURRENT HIGH IMPACT CONTENT PORTAL MARKETING Visual 99 c per Single Language Genius Bar Model PROPRIETARY APPLE iLife PLATFORM & iWork STORES INTUITIVE INTERFACE Brand Value. S. 42. Allworth Press: New York. Product LOW-COST Playground OUTSOURCING OsX WELL DESIGNED EXCLUSIVE 3RD PARTY Nike + Mac PRODUCTS & PERIPHERALS & Compters TECHNOLOGY ACCESSORIES Portable Car iTouch Speakders Docks iPod iPod Nano Holders 82 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 83. Apple and Intel Together at last 83 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 84. Moto Q Smartphone «not so smart» 84 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 85. iPhone The next revolution smart iPhone E 62 hard to use easy to use Moto Q Treo Cell Phones not so smart 85 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 86. Multi-Touch technology New relationship between mankind and machine 86 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 87.
  • 88. iPhone iPod, Telefon and Internet-Communicator 88 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 89. iPad Launch January 2010 «The Jesus Tablet» or an «iPhone on steroids» 89 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 90. App-Store 2011 273 973 downloads – per day 90 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 91. «Antennagate» Design vs. Engineering 91 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 92.
  • 93. iCloud Seamless interaction 93 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 94. Apple Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Turnover figures 4th quarter of 2011 Turnover $ 46 Billions Net profit $ 13 Billions iPhone 37,04 Billions + 128 % iPad 15,43 Billions + 111 % Macs 5,2 Billions + 26 % Brand Value. S. 42. Allworth Press: New York. iPod 15,4 Billions - 21 % // 4,3 iPhones per second 94 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 95. Apple Inc. Quelle: Lockwood, T. (2010). Design Thinking. Integrating Innovation, Customer Experience and Market price USD 400 300 Brand Value. S. 42. Allworth Press: New York. 200 100 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 95 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 96. Apple Steve Job‘s legacy Apple II The MacIntosh Toy Story and other Pixar Blockbusters Apple stores iPod iTunes store iPhone AppStore iCloud … and Apple itself 96 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 97. Steve Job‘s Vision The «Apple spaceship» 97 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 98.
  • 99.
  • 100. Innovation helps brands to achieve whell grip.
  • 101. Apple Success factors Brand Leadership Communication Business Model Design Technology 101 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 102. id-ee Blog series 4 Modules 102 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 103. Ideal-typical project From a brand agency‘s point of view Analysis 1 2 2 Strategy Evaluation 5 3 Creation 4 Production 103 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 104. id-ee Blog series 4 Module Hello Bye Theory 1 Test Basics Neuro Identity Evaluation Psychology Monitoring 4 2 Strategy Design Planning Engineering Positioning Idea 3 Digital Creation 104 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 105. Identitätsorientiertes Markenmanagement A brand signifies identity «Inside-Out-Perspective» Positioning Brand identity Brand image Self-image of Brand Unfamiliar image of the brand the brand Feedback «Outside-In-Perspective» Internal target group External target group 105 «From strategy to image – The secrets of successful Brand Management» Hello id-ee Blog
  • 106. Questions? www.id-ee.ch gives you answers. id-ee GmbH / agency for brand communication / «From Strategy to Image – The secrets of successfull Brand Management» 106 Copyright © 2012 lic. phil. Patrick Andersen. All Rights reserved.